06/20/2026
For the first time, Tuati Studio led the creative direction and production for the launch of Max Verstappen’s Miami Edition helmet, alongside the Fanatics collection during F1 weekend in Miami.
This reel shows a very special part of the process: the creative conceptualization.
Before producing, building, or activating, we imagined the experience. We thought about how Miami should feel, how it should connect with the energy of Formula 1, how to position the helmet as the hero piece, and how to turn the launch into a visual, emotional, and memorable moment.
From the initial idea to the visual narrative, every decision was designed to create impact: color, movement, city, speed, lifestyle, and emotion.
A project where creativity became a real experience.
Creative Direction & Production by Tuati Studio.